OCOP and the Journey to Win Consumer Confidence

(DTO) Leveraging the renowned swiftlet farming hub of Go Cong, Ms. Le Nguyen Truc Quynh chose to build her business through deep processing, creating the Van Quynh Bird’s Nest brand. With a portfolio of 12 three-star OCOP products, the enterprise has steadily gained the trust of domestic consumers, expanded into various export markets, and helped enhance the reputation of Vietnamese products through a distinctive local specialty.

Ms. Le Nguyen Truc Quynh, Director of Van Quynh Bird’s Nest Production, Trading and Services Co., Ltd. in Go Cong Ward, launched her startup to elevate local products, develop an OCOP brand, and earn consumer confidence through genuine product quality.

STARTING A BUSINESS FROM A LOCAL SPECIALTY

Go Cong has long been recognised as an area with a well-developed swiftlet farming industry, producing abundant edible bird’s nests with distinctive quality. For many years, however, most of the harvest was sold in raw form, limiting its added value.

Inspired by her family's swiftlet farming tradition and recognising the growing demand for ready-to-eat bird’s nest products, Ms. Truc Quynh decided to embark on her entrepreneurial journey.

"I wanted to increase the value of our local specialty by creating processed bird’s nest products under a hometown brand, serving domestic consumers while gradually expanding into export markets," Ms. Quynh said.

Between 2018 and 2019, she established a small-scale production facility. Although professionally trained in the pharmaceutical field, transitioning into bird’s nest processing presented numerous challenges. Every stage—from cleaning raw nests and processing to preservation and production management—had to be learned from the ground up.

"The biggest challenges in the early days were limited investment capital, lack of production experience and earning customers' trust. Many people questioned both the quality of the products and their competitiveness. I have always believed that if you work with dedication and make quality your foundation, consumers will eventually embrace your products," Ms. Truc Quynh said.

Undeterred, she actively researched market demand, learned processing technologies and recruited experienced workers who had previously worked in Malaysia’s bird’s nest industry. Her commitment to quality gradually helped refine and improve the products.

In 2021, Van Quynh Bird’s Nest Production, Trading and Services Co., Ltd. was officially established. The company expanded its production facilities with modern equipment, while its workforce grew from only a handful of employees to between 10 and 30 workers, depending on production demand.

Starting with refined edible bird’s nests, the company has since developed a diverse range of value-added products, including bird’s nest stewed with ginseng, chia seeds, cordyceps, rock sugar, lotus seeds, and red dates, as well as a dedicated product line for children.

According to Ms. Truc Quynh, product diversification has been driven by evolving consumer demand. "Today's customers are looking for convenient products tailored to different age groups and nutritional needs. Deep processing not only increases the value of edible bird’s nests but also makes the products more accessible to consumers," she explained. 

Beyond product quality, the company has also developed premium gift collections featuring elegant packaging for a wide range of customers. This strategy has helped position Van Quynh’s bird’s nest products as popular health gifts during holidays and traditional festivals.

What distinguishes the Van Quynh brand, she added, is the exceptional quality of bird’s nests sourced from Go Cong. "Bird’s nests from the Go Cong area have a distinctive aroma, excellent expansion rate, a naturally rich texture and remarkable elasticity. These characteristics are the key factors behind the quality and reputation of our brand," Ms. Truc Quynh said.

OCOP ELEVATES VIETNAMESE PRODUCTS

After nearly five years of development, Van Quynh Bird’s Nest now boasts 12 products certified as three-star OCOP products. To achieve this milestone, the company has established a rigorous quality control process covering every stage, from raw material sourcing to finished products.

All products are sourced from the company’s own swiftlet houses and partner farms in the local community, and are processed in facilities that comply with food safety and hygiene standards. Notably, the company has invested in a cold-room system throughout the entire production process and adopted freeze-drying technology to preserve the original nutritional value and quality of the bird’s nests until they reach consumers.

According to Ms. Truc Quynh, the OCOP certification is more than just an accolade—it serves as a powerful incentive for the company to continuously improve its products. Achieving the three-star OCOP rating has helped standardize production processes, enhance brand credibility, expand promotional opportunities, and strengthen market connectivity. The certification has also encouraged Van Quynh Bird’s Nest to continue investing in higher development goals.

Driven by its proven product quality, the Van Quynh Bird’s Nest brand has steadily established its position in the marketplace. In addition to serving the domestic market, its products are now exported to China, Taiwan (China), and Canada.

“What enables Van Quynh Bird’s Nest to win customers’ trust is our sincerity and unwavering commitment to quality. Once customers experience the genuine quality of our products, they place their trust in the brand and remain loyal over the long term,” Ms. Truc Quynh said.

The company also caters to different customer segments by offering smaller packaging options and price ranges, making bird’s nest products more affordable and accessible to a wider range of consumers.

As an OCOP enterprise, Ms. Truc Quynh believes that the “Vietnamese People Prioritize Using Vietnamese Products” campaign has provided additional motivation for businesses to continuously improve product quality. In her view, Vietnamese products have made remarkable progress in quality, packaging, and design. Many are now comparable to imported products while remaining more affordable for domestic consumers.

“When businesses create products with dedication and responsibility, consumers will not only prioritize Vietnamese products but will also proudly recommend them to others,” she added.

The journey of Van Quynh Bird’s Nest demonstrates that businesses can successfully capitalize on local strengths by consistently pursuing quality, embracing innovation, and investing in brand development. From the bird’s nests harvested in Go Cong, these Vietnamese-branded OCOP products are steadily winning the confidence of domestic consumers, expanding into international markets, and providing compelling evidence of the growing vitality of the “Vietnamese People Prioritize Using Vietnamese Products” campaign.

By HUU THONG
Translated by X.QUANG